The promotional campaign incited consumers to try on the new jeans through the tagline “Explore, Love and Feel a Girbaud - Made with U.S. Cotton,” connected with the COTTON USA “Love My Cotton” campaign.

The COTTON USA logo had widespread presence at 43 stores nationwide from April 19-April 26. Additionally, digital platforms such as Facebook, Twitter and Google featured the new collection. The launch had a Facebook reach of more than 403,200. Mobile devices were the main the traffic source using Google, achieving 27,120 clicks.